Yeah it has to be warm, no one is willing to share problems with a stranger be it life or business. At my company, even our inbound leads, where our reps have a good sense of what is wrong, they aren't so forth coming, we teach reps to build rapport and lead with questions to help distill the issue as quickly as possible. This is particularly prevalent in some cultures, some find it super hard to admit they are facing challenges or seem embarrassed to let us know their existing ways of working. They are also often unable to articulate the root of the problem, sharing only symptoms so to speak.